Dave Allan

September 15, 2011

Sound Advertising: A Review of the Experimental Evidence on the Effects of Music in Commercials on Attention, Memory, Attitudes, and Purchase

Abstract

This article reviews the empirical studies on the interaction of music and the hierarchy of advertising effects, or specifically attention, memory, attitudes and purchase intention. The most relevant literature is analyzed through the formation of two comprehensive tables of theories and experiments. Music variables such as appeal, fit, melody, mood, tempo, texture, tonality, and valence are shown to influence consumer attitude toward the ad and the brand, recall, pleasure and arousal, and purchase intention. This review provides a summary of the results and the foundation for future research into sound advertising.

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